Ex-Soap MD Ross Raeburn tipped to succeed Baxter as UM CEO

Rosie Baker
By Rosie Baker | 2 September 2015

Ross Raeburn, former MD of Soap and commercial director at IPG Mediabrands is understood to be in line to take over from Mat Baxter as CEO of UM. IPG Mediabrands is expected to officially announce the news shortly.

Raeburn left Soap in July, shortly after the digital shop was acquired by the DentsuAegis Group in February, and joined IPG Mediabrands as commercial director.

At the time, Henry Tajer, IPG Mediabrands global CEO said that Raeburn had “been on our most-wanted-list for a senior role here for many years.”

A numner of sources have suggested that the commercial director role was a placeholder position so that IPG could shore Raeburn up for the top job at UM as and when it was ready to announce Mat Baxter's long anticipated move to New York.

Raeburn had been MD of Soap for five years and has almost two decades of experience as a digital strategist.

The new UM CEO will work closely with Danny Bass, who will soon take up the reins as CEO of IPG Mediabrands after an extended period of gardening leave following his shock exit from GroupM.

News of exactly what position Baxter will take up in New York is expected shortly.

IPG Mediabrands did not respond to requests for comment at the time of writing.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au

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